Remote Job Review: RVO Health hunting for a Brand & Content Integrity Associate (Starting Salary: $65,000 - $75,000)
Ready for a remote job with competitive salary? Check out our latest review! 🏥 RVO Health is hiring a Brand & Content Integrity Associate. 💰 Starting Salary: $65K - $75K 💼 Don't miss this opportunity! 💻 #RemoteJobs #Hiring #BrandAssociate
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Are you passionate about ensuring that consumers have access to accurate and reputable health and wellness information? RVO Health is seeking an Associate to join our Brand and Content Integrity team and support our mission to provide medically reviewed consumer content, tools, and experiences that empower users to make better health decisions. Our global team is made up…
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Working in Retail
Being a full time student, working two jobs, and being a student athlete has many challenges. Balancing can get very difficult and working right after all of my classes is really idealistic, especially when life gets a little crazy and the last thing I want to do is go to a five hour shift. I work at Kohl’s, which many of you know is a retail company and is really big. I used to work for Old Navy a few months back and it wasn’t nearly as big as Kohl’s so transferring over was exciting for me because I want to gain experience with retail so that I can go into the marketing aspect of fashion. It’s fun sometimes, but then there are times where the shifts drag and building relationships are kind of hard because no one really enjoys retail, it’s kind of just everyone is there, putting on a smile to make money. I do love my coworkers and my supervisors are great. The building is huge and so working the closing shifts really feel like they take forever. I used to work the truck shifts before I started school, and that was when I was behind the scenes and learned how everything was processed. I know that I really, really want to go into the fashion industry after graduation, and starting as a brand associate in a big company is exactly where I’m supposed to start. My motivation changes a lot during school, so it’s just an annoyance with school sometimes. At least I get to dress cute and I get to work with clothes... not to mention, my employee’s discount!
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The Importance of Brand Image for Fan Loyalty in Sports
Photo courtesy of Paul Broussard via Flickr
For sports teams around the nation, branding is key to establishing identity, creating a fan base, and generating a substantial income. Without solid branding, many teams would fail to rally the support they need to succeed. Branding is critical for creating business value, and the sports business is no exception. Strong brands command customer loyalty, constituting valuable assets that drive company revenue and growth.
Recent developments in the sport industry, such as the growing commercialization of team-sport clubs and leagues, have resulted in the growing importance of a stable fan base as an imperative driver of a team’s competitive advantage. A promising strategy to drive sport consumer’s preferences and loyalty is to build a strong brand image built upon positive and unique consumer beliefs about the club. It is therefore essential to understand how strong brands are established in sports.
Brand management for professional sports teams should thus focus on building favorable and distinct brand beliefs. Given that the team-sport product (performance) and games’ outcomes are unpredictable and instable, the brand image has the potential to represent one of the few constants in fans’ perceptions. Brand associations are sub-categorized as: attributes, benefits, and attitudes.
The attributes of a sports organization can be broken down into product-related attributes, and non-product related attributes. The product related attributes are the contributors to or characteristics of actual team performance. More precisely, all the people and outcomes that are directly related to the actual games such as the success of the team, star player, and head coach. The non-product related attributes are those that do not directly affect product (performance). They are the external aspects of the core product (performance) that are relevant to its consumption, and influence perceptions of the club brand. These attributes perhaps include management, logo, club colors, stadium, club history, tradition, club culture, values, fans, sponsors, owners, and even regional provenance.
The benefits that a consumer receives from consuming a sporting event is an important key to analyze as a sports marketer, because brand associations are anything and everything in a consumer’s mind linked to a specific brand. This can be very challenging because most of the benefits provided by sport and sporting events are intangible, capturing experiential and emotional benefits. In this regard, priority should be placed in attracting fans and creating positive feelings. Think about it: association helps us process and retrieve information, differentiate brand, and offer a reason for buying. Once a positive association has been made, a consumer will support brand promotion and development, introducing a basis for buying decisions and brand loyalty.
The attitudes of the team brand have more to do with emotions and opinions, such as satisfaction, and trust, etc.
Let’s take a closer look at fan loyalty.
Through every bad season, media scandal, and constant revolving door of players throughout the years, sports fans are unwavering in their support of their favorite teams. Many sports fans are more fervent in their loyalty to their teams as time goes on. You must build relationships with your customers so that even in the tough times they want to stick with you. You must create an overall fun experience so that not just the decision maker benefits; there must be something in it for the whole group. Ideally, a fan watching games on TV or listening via radio sees a benefit to attending the game live and gets even more engaged with the brand. Once those bonds are formed, they can last a lifetime.
Building a loyal fan community requires having a clear message/goal, one people can believe in and subscribe to, because successful sports brands have clear values that consumers and employees understand and live.
Sports fans might go to a game initially to see their team win, but what brings them back time and time again is the camaraderie and sense of community that comes with subscribing to a fan base. If you can build an interconnected network of clients, subscribers, and people who like what the organization is doing, a sense of “working towards a common goal” will be developed and loyalty will follow.
As with loyalty programs across several industries, there is an opportunity to use programs to collect data on sports fans that is demographic (age range, geography), behavioral (check-ins at the stadium, social posts), or preference related (seat location, preferred communication method). The resultant information allows sports marketers to better understand the types of rewards, benefits, and offers to target and communicate to each segment of members.
An existing ability to reach fans at the game and beyond also influences brand loyalty and shapes brand image. The power of a franchise to connect with fans over Wi-Fi live at a stadium, via an app at their local bar, or even online when purchasing tickets, are examples of invaluable tools in driving stronger engagement throughout a fan’s life cycle. While Wi-Fi may require significant stadium budgets, the opportunity for fans to share their excitement with the world is too valuable to ignore considering brand image, community creation, and market reach to name a few.
Marketing is no longer a one-way stream of messages; it’s a two-way conversation in which what the consumer has to say carries even more credibility than the brand itself. A sports brand is what the fans say- it is.
Sports organizations have had to innovate to capture fan attention. There are just too many ways to spend time in today’s world, not to mention the fact that technology and television have made the stay-at-home watching experience more enjoyable than ever before. For franchises, the challenge is how to convert casual fans who might attend one game into people who are repeat ticket buyers and who invest even more in other ways, be it through merchandise sales or attending additional events at a venue.
From driving engagement to creating connections, sports teams continue to build brands in innovative ways. With the right amount of knowledge and experience, sport management professionals can put the most lucrative methods to work to help grow their teams brand and fan loyalty.
References:
Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and Fan loyalty in Professional Team Sport: A Refined Model and Empirical Assessment. Retrieved August 21, 2017, from www.fitnessforlife.org
Arai, A., Ross, S., & Ko, Y. J. (2014, May). Branding athletes: Exploration and conceptualization of athlete brand image. Retrieved August 22, 2017, from www.sciencedirect.com
The brand image of professional sports teams- an empirical investigation of the relevance of brand personality. (n.d.). Retrieved August 22, 2017, from marketing.conference-services.net
Arai, A., & Chang, Y. (n.d.). Marketing Dynamism & Sustainability: Things Change, Things stay the same.
Gladden, J. M. (1999, February). Understanding Brand Loyalty in Professional Sport. Retrieved August 22, 2017, from www.emeraldinsight.com
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